Articles

Influence of Stock Application Attributes on Consumer Choice Decision (Case Study of Stockbit Consumer Choice)

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The development of stock investment in Indonesia has experienced significant growth from year to year, according to the President Director of KSEI (Indonesia Central Securities Depository), Uriep Budhi Prasetyo said, “The growth of stock investors is one of the benchmarks for the achievement of the Indonesian stock market, growth occurs significantly during the Covid-19 pandemic, this shows that the Indonesian people are increasingly aware of the importance of investment, especially in the stock market. In the current era of digitalization, almost all daily activities can be done online and most of them can be easily accessed via their personal mobile phones. The number of mobile applications for stock investment has tightened competition. Not only securities from bank companies but also from non-bank companies also enliven the competition in this sector. The many alternative choices of course provide flexibility for consumers in choosing which application suits the needs of each consumer. Through this research, the authors aim to determine what factors influence consumer decisions when choosing stock applications. This study will use the choice modeling analysis method by providing 28 scenario-stated preferences resulted from NGENE software in the form of questionnaires to 200 respondents, in each of these questionnaires there are several attributes of stock applications as consideration for consumers in choosing stock applications including application performance, completeness of features, user security and privacy, transaction fees, and application appearance (UI). The results of this questionnaire are processed using the Multinomial Logit (MNL) method which is run using Python-Biogeme. The results of the study show that in general there are 4 attributes that significantly influence consumer decisions in choosing stock applications, including application performance, completeness of features, user security and privacy, and transaction fees. In addition, this research also shows several attributes that are elastic to consumers in certain applications, namely the user security & privacy and transaction fees in the Ajaib application and in the IPOT application is completeness of feature and transaction fees.

Factor Influencing Fixed Broadband Provider Choice Decision (Case Study of IndiHome Consumer Choice)

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Since the Covid-19 pandemic in Indonesia, people’s activities have changed drastically due to quarantine and distance restrictions. Almost all activities from school, work, health consultations, sports and others are carried out online from where they live. This gave rise to a new need for the people of Indonesia, namely a broadband internet connection. The demand for fixed broadband internet service providers has increased since the Covid-19 pandemic and is predicted to continue to grow until 2026. This situation opens up enormous business opportunities for fixed broadband internet service providers or what we are familiarly calling Wifi. The number of newcomer brands of fixed broadband internet service providers has created competition. So far, the IndiHome brand still leads the fixed broadband internet service provider market in Indonesia with the largest market share. However, at the end of 2021, to be precise from October to December 2021, IndiHome experienced an increase in the percentage of churn rate (customers who unsubscribe or revoke services). The purpose of this study is to determine the factors that influence customer decisions in choosing fixed broadband internet service provider products and to provide recommendations to IndiHome. Choice modeling analysis will be used in this research, which is to estimate the probability that the Greater Jakarta citizen will choose a brand of fixed broadband internet service provider. This research was conducted on 201 The author creates a description of the question or stated preference scenario using D-efficient from NGENE software. The resulting scenarios are 28 scenarios with 3 alternatives and 7 attributes, namely product quality, internet speed, price, customer service, brand image, promotions, and bundling packages. Respondents were asked to answer product choices according to brands through a combination of scenarios. The results show several attributes that have significant values. These attributes are the prices for the IndiHome, Biznet and Iconnet brands. Internet speed on the IndiHome brand, Customer Service on the IndiHome and Iconnet brands and Bundling Packages on the Iconnet brand. There are several recommendations for IndiHome to pay attention to attributes that have significant and elastic value.